Chlorophyll enters its 20th year with Chlorophyll 3.0
Under Chlorophyll 3.0 there are offerings including a innovation Lab, a sports practice, and two new digital-driven, consumer-centred models
Chlorophyll, India’s first end-to-end brand consultancy which has worked with over 200 brands (read BSE, CenturyPly, Fortis, Ginger, Glenmark, India Today, Indigo Paints, Infosys, Mahindra, Tata, The Lalit and Unilever) entered its 20th year on August 15 with its new offerings as Chlorophyll 3.0. It’s the agency’s shift from brand creation to brand creation and execution.
Kiran Khalap, Co-founder and Managing Director emphasised on the offerings which are patented, “These offerings include Chlorophyll Innovation Lab, a sports practice, and two new digital-driven, consumer-centred offerings – chlorophyll Digital Business Synthesiser and chorophyll Leadership Branding. We will help clients bridge and Mind The Gap between brand creation and execution. Earlier if you came to us asking if we will do your advertising we would do it only if we had done the brand. Now we are saying ‘we have done the brand, we will do the advertising, digital, event and innovation. That’s Chlorophyll 3.0.”
With ‘Mind The Gap’ as their tagline Khalap pointed out the need to strengthen in few areas from where Chlorophyll 3.0 has taken shape: the switch from paid media to earned media (which is the only way brands can relate to youngsters), digital ‘which is currently used inappropriately’ and sports which has a lot of passion and emotions to touch the lives of youngsters. “Anyway the brand has to reach its target now we will be able to provide that (sic),” said Khalap.
Over the past two years, Chlorophyll has systematically invested in an innovation lab, in modelling a sports practice and in modelling digital services and social media services. The chlorophyll innovation lab is headed by Chlorophyll veteran Chitresh Sinha, the sports practice is in partnership with Meraki, and for digital, Chlorophyll has Ashok Lalla as Digital Business Advisor and Principal Consultant.
The innovation lab assists brands to build brand relevance by helping create a culture of innovation and start-up thinking, co-create IP by collaborating with young innovators and create disproportionate earned media for brands via innovation driven integrated brand engagement.
Work has already started as the agency is working with Bajaj Electricals on a ‘world’s best water heater.’ Khalap shared, “It’s completely child safe, can work in extreme cold and heat. If something goes wrong it will send a message to its headquarters who will fix it remotely.” The lab invented the world’s first Inspiration Medal for the Tata Mumbai Marathon in 2018 which was well received.
Chitresh Sinha, CEO, chlorophyll innovation lab said, “The key to innovation is that it needs to be created from the customer’s perspective and not from a technology or a domain perspective. That is why we have created a medium-agnostic model that merges evolving technologies, art and social impact to bring alive innovation for brands in integrated ways. The model is different from the standard agency model. An ecosystem of 800+ innovators from across the globe set up fluid teams that create unique innovations."
The sports practice, created in partnership with Meraki Sport and Entertainment allows brands to effectively invest in sport, helps sport teams, leagues, franchises and events define and align their brand thereby generating long term value and global sports properties navigate through India.
Ajit Ravindran, Managing Director & Co-Founder, Meraki Sport and Entertainment, said, “Sport sponsorships in India have traditionally been one dimensional with logo visibility being the only parameter used in decision making. However, today sponsorships need to evolve into value partnerships that allow organisations to leverage sport to achieve multiple objectives. The Chlorophyll sports Practice will help brands, teams, leagues, events, athletes and federations leverage the power of sport and will work towards enhancing fan connect.”
When it comes to digital Chlorophyll has Digital Business Synthesiser and chlorophyll Leadership Branding. The former is a time-bound, 5-step digital action model which helps brand create narratives to impact consumers and uplift business, through the use of proprietary models for research and branding, and its custom digital analytics tools. The latter helps turn business leaders into leadership brands in the digital age through a proprietary leadership branding model.
Ashok Lalla, Digital Business Advisor, offered, "I am excited to collaborate with chlorophyll, a firm I have long admired, to create these two exciting digital-driven offerings. These will help brands and business leaders use digital in a manner that will maximise their impact on consumers."
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